by | Dec 2, 2025

Background Information

The client company provides market research services for organizations around the world. Most of its new business opportunities came from industry contacts and prior personal relationships. In order to grow revenues, the company had to significantly expand its visibility so companies that required these services could find them.

Some of their key marketing challenges were:

  • Competing with large, well known global market research firms.
  • Targeting the specific types of organizations that would be ideal customers for their services.
  • Website was not optimized for search engines and did not effectively differentiate them from competitors.
  • No internal expertise to develop and execute a digital marketing strategy: social marketing, online advertising, online directories, content development, database marketing, etc.
  • On-going development of a database of market research candidates used to fulfill customer research requests.

Online Marketing Objectives

An online marketing plan was developed immediately upon the client hiring Core. The plan included a detailed “gap analysis” to identify the online marketing tactics that would support their growth objectives, and to determine where the client was deficient. A detailed roadmap and budget to implement the recommendations was also provided. The plan identified the following objectives:

  • Make the requisite investments in digital marketing to generate enough lead flow to support growth targets.
  • Differentiate from better known competitors by clearly communicating its attributes of value.
  • Use digital tactics to target the companies and industries best suited to their expertise.
  • Significantly grow its database of survey respondents and market research participants.
  • Be found online when prospective customers searched for their services, and consistently engage using digital communications with the target audiences.

Core’s Approach

Once the client committed to the plan recommendations and budget, Core put the online marketing infrastructure in place to enable the recommended tactics. This work included but was not limited to:

Website Development: Two sites were built on the WordPress platform to effectively deliver on the objectives. One site focused on the B2B (target customer organizations), while the other targeted B2C  (survey respondents and market research participants). Messaging and positioning were tailored to each audience in order to maximize conversion rates of site visitors.

Search Engine Optimization: The B2B website was structured for search engines to ensure the client would rank organically for the important keywords and phrases identified in the plan.

Content Strategy: A content strategy was put forward and approved during the planning process. Core created informational content for the website such as educational blogs, case studies and testimonials. Newsletter content was developed for on-going communication with prospects and potential survey respondents.

Social Marketing: Social platforms were updated to ensure messaging and branding were consistent with the new website and positioning strategy. On-going social posting and social engagement were initiated in order to increase visibility and reach with target markets around the world.

Online Directories: All key directories were updated, and the client was added to new directories and online listings identified through research conducted during the planning.

Database Marketing: The existing contact database was segmented so email campaigns and content could be tailored by audience and particular interests. Email marketing systems were put in place, along with tracking mechanisms, to ensure on-going communications were both consistent and effective.

Online Advertising: Pay per Click campaigns were set-up to target “now buyers”. Social Media ads were developed to grow the database of survey respondents and social media participants.

Analytics: Tools were put in place to track KPI’s as per the plan analytics recommendations.

Once the online mechanisms were in place, Core initiated relentless execution and tracking of the online marketing tactics:

  • On-going content development (blogs, press releases, case studies, website content, etc.).
  • e-newsletters to nurture prospects and survey respondents and to keep current customers informed.
  • On-going search engine optimization.
  • Social marketing to increase visibility and drive website traffic.
  • Growth of the survey respondent database using online advertising campaigns.
  • Maintenance of online marketing directories and third-party campaigns.
  • Management of on-going client reviews.
  • Analytics tracking and adjustment of tactics based on real-time insights.

 

The Results

  • A 464% increase in unique monthly website visitors; from 500 to over 3,000 over several years.
  • A 101% increase in organic search monthly visitors; from 350 to over 1,100 over several years.
  • An average of 60 site conversions per month, versus an average of 20 over several years.
  • Survey respondents and market research participants database increased by over 60,000 over several years.
  • Keyword Rankings improvements:
  • 23 keywords in the number 1 position, versus 0
  • 71 keywords in the top three positions, versus 1
  • 90 keywords in the top five positions, versus 2
  • 172 keywords on the first page of search engine results, versus 2

The client has experienced a 100% growth in revenue year on year over three years, with a revenue mix more skewed to higher margin business.

While the online marketing activities have not been exclusively responsible for this growth, they have been instrumental in allowing the client to achieve these results.

If you’re looking for a partner in creating a strategic digital marketing campaign for your company, please contact our team. We’ll be glad to take a look at your business and see what opportunities there are to help you grow.

Ben Molfetta
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